本案例由江南大学商学院的吴媛媛教授团队撰写，江南大学商学院案例中心研究员葛智杰全文改编，江南大学商学院案例中心研究员陈田田为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：受到国家房地产调控政策影响，住宅地产肉眼可见的逼近天花板，万科决定转型进入商业地产行业，实施从“房地产开发商”到“城市配套服务商”再到“城乡建设与生活服务商”的转变。本案例以万科公司通过品牌延伸打造主副品牌的故事为主线，全面剖析其形成以“万科”品牌为内核的产品矩阵和多品牌架构的全过程。公司以运河外滩为例，从品牌输出、业态配置、营销方式和传播互动四个方面展开品牌转型，通过品牌延伸、加强与用户联系、优化线下场景体验、大数据客流量指导等方式实现项目与商业品牌的共赢。本案例对于房地产企业紧跟数字经济时代潮流进行转型升级具有一定的参考意义。

关键词：商业地产；数字经济；品牌延伸；品牌转型

Vanke Commercial Real Estate: Brand Positioning and Transformation in the Era of Digital Economy

Abstract: Affected by the national real estate regulation and control policy, residential real estate is visible to the naked eye, Vanke decided to transform into the commercial real estate industry, implementing the transformation from "real estate developer" to "urban supporting service provider" to "urban and rural construction and life service provider". This case takes the story of Vanke building its main and subsidiary brands through brand extension as the main line, and comprehensively analyzes the whole process of forming a product matrix and multi-brand architecture with "Vanke" as the core. Taking the Canal Bund as an example, the company carried out brand transformation from four aspects: brand output, business configuration, marketing methods and communication interaction. Through brand extension, strengthening the contact with users, optimizing offline scene experience, and big data customer flow guidance, the company achieved win-win results between the project and commercial brand. This case has certain reference significance for real estate enterprises to keep up with the trend of digital economy and carry out transformation and upgrading.

Keywords: Commercial real estate; Digital economy; Brand extension; Brand transformation